Eddie Bauer Advertising Campaign

12 Pages 2949 Words

ADVERTISING CAMPAIGN
“TAKE IT EASY”
The market base of clothing retailers is one of high competitiveness, where success is built upon the foundation of customer loyalty. Eddie Bauer, Inc., a subsidiary of Spiegel, Inc., is a prime example of such a business, as the company continuously strives to be a successful retailer of clothing, accessories, and home furnishings. Eddie Bauer, a $3.725 billion corporation, began in 1920 as Eddie Bauer’s Sport Shop in Seattle, Washington. Mr. Bauer’s doctrine for doing business was established shortly thereafter, resulting in the Eddie Bauer creed upheld today: “To give you such outstanding quality, value, service and guarantee that we may be worthy of your high esteem.” (eddiebauer.com) The creed, in combination with the company’s trademark guarantee “that every item sold will give you complete satisfaction or you may return it for a full refund,” resulted in greater customer expectations, setting new and stronger standards throughout the aggressive market of retail.
In 1945, the company issued their first mail-order catalog, which now circulates 110 million copies a year. In 1996 Eddie Bauer launched a website, eddiebauer.com, and soon after eddiebauerkids.com, eddiebauerhome.com, and eddiebaueroutlet.com, expanding Eddie Bauer’s brand to customers who did not necessarily have easy accessibility to store locations. In addition to such evolving venues, the past eighty-two years have brought various product changes to Eddie Bauer, Inc. In the 1970’s, Eddie Bauer shifted its focus from expedition gear to casual lifestyle apparel. Originally known for providing top-quality hardworking gear, such as parkas for the U.S. Army Corp., its business now includes an extensive line of various products conveyed through its two retailing concepts of Eddie Bauer Sportswear and Eddie Bauer Home. Eddie Bauer Sportswear portrays the core of the business, as it offers an innovative ass...